Detailed description of project Back

Detailed description of project:

This Technical Assistance aims to support the EU Delegation in Mauritania (EUD Nouakchott) in strengthening its strategic communication and public diplomacy in order to improve the image and perception of the European Union and increase public understanding of the EU–Mauritania partnership, in line with the EU communication strategy and the Global Gateway / Team Europe approach.

The overall objective of the Action is to reinforce the positive image of the EU in Mauritania as a reference partner, and to increase recognition of the positive impact of EU actions among the Mauritanian population.

The specific objectives are to:

• Improve understanding among Mauritanian youth (18–35, urban and peri-urban) of the EU, its priorities and the impact of its actions.
• Strengthen the perception of the EU as a key partner among this target audience.

To achieve these objectives, the project consists of the design, production and implementation of a large-scale public communication campaign made up of at least three consecutive thematic campaign waves, based on a coherent overall creative concept and strategy. The campaign will prioritise a media-driven approach, with a strong focus on social media, and will rely on local influencers who are credible and popular among youth audiences.

The project includes:

• Product 1: the design and implementation of a large-scale public communication campaign, delivered through at least three consecutive thematic waves, with a strong focus on social media and collaboration with local influencers.
• Product 2: ad hoc strategic communication support to the EU Delegation, including communication advice and support related to key events and visibility actions.

Type of services provided:

Product 1: Strategic communication and campaign development: 

• Design, production and implementation of a large-scale public communication campaign structured into a minimum of three consecutive thematic waves.
• Data collection and analysis (media landscape, relevant actors, content creators/influencers and potential partners).
• Development of the campaign creative concept, including messages and communication tools, aligned with EU/INTPA communication and visibility guidelines and the Global Gateway approach.
• Production of campaign content and materials and implementation of campaign activities, including dissemination and media placement.
• Collaboration with local influencers popular and credible among youth audiences.

Product 2: Visibility, media engagement and public diplomacy:

• A media-driven approach prioritising social media channels to reach youth audiences.
• Support to outreach and communication activities to improve EU image/perception and promote the EU–Mauritania partnership.
• Ad hoc strategic communication support to the EU Delegation throughout the contract duration, including support related to high-level visits, international events, and alignment with EU-level campaigns.

Key Personnel Provided:

• KE1 Team Leader – 250 working days
• KE2 Communication expert – 250 working days
• NKE – 120 working days